Lush kicks off new partnership with Volunteering WA with a wave of appreciation during National Volunteer Week

Content agency, Lush is beginning their creative development on Volunteering WA’s latest campaign, fittingly, as National Volunteer Week kicks off this week.

Following a collaborative pitch with some of their agency partners, Lush focused their winning strategy on engaging and mobilising a Gen Z audience to reframe the volunteering narrative.

“We’re excited to work with Lush because of their fresh creative approach, and their digital amplification strategy was also a major drawcard,” says Volunteering WA’s Senior Manager of Development, Traci Gamblin.

Without giving too much away, Lush says that their approach was focused on how the Gen Z market think and feel about volunteering as well as their commitment to their personal brands and altruistic worldviews. This match, says Brendan Lobo, Client Services Director, is how the agency strategically approached the brief.

“Covid 19 has been the biggest, most disruptive shock to the volunteering sector. And we need a campaign that can engage new volunteers and promote it as an activity for social connection that will help WA become a stronger and more resilient community,” says Gamblin.

Lobo said: “We’re thrilled to be working with such a celebrated West Australian brand. Our focus at Lush is telling stories that people genuinely care about, and Volunteering WA’s campaign is perfect for that.”